The launch of the website is timed to coincide with the brand relaunch as well as the introduction of two new product variants, Cholessterol and Hi-Bran.
Burgen Cholessterol is a white bread made with a special soya protein called Abacor that can help to lower cholesterol to maintain a healthy heart. Burgen Hi-Bran is a brown bread rich in fibre for improved digestive health. The two brand variants join the original Burgen Soya & Linseed bread.
The website has separate sections for healthcare professionals and the media, but is primarily aimed at consumers. The content goes beyond the standard brand website, with sections providing information on related health issues, such as the menopause, cholesterol levels and the role of fibre in a healthy diet. This information is supplemented by links to other health information sites dealing with the issues explored.
The website is initially being promoted through search engine marketing, including cost per click keywords, and through links with related websites. It was designed and built by Hill & Knowlton Netcoms, the online communications arm of the WPP-owned PR giant.
Rosanna Palmer, product manager at Allied Bakeries, said: "The Burgen brand goes beyond the products themselves and the wide range of health and interactive content on the website reflects this. This is an important opportunity for us to learn more about our customers using the internet and to support the communications campaign developed with Hill & Knowlton."
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